Your website is a key player in your marketing strategy, and it is also a highly dynamic piece of technology that can be integral to the success of your business.
Many times, when we begin working with new clients, we find that when it comes to website changes, it is either unclear who is authorized and in charge of making changes. Or, that the structure that is set up doesn’t necessarily make sense for the business.
Often times it is however the hierarchy was set up in the beginning, back when the website was first created, that is still the status-quo even if that structure no longer makes sense for the business.
It is a good idea to step back and understand what makes sense for your own business, and then assign the authority over your website accordingly.
Technical Department or Manager
If your site deals with complicated eCommerce or encrypted information, you might benefit from keeping it under the ownership of a technical department, manager, or consultant for all changes and updates. If there is a complicated system, it is important to have someone who knows how everything functions together before making changes to any one area, as well as for making daily backups of the site.
For eCommerce sites we recommend backups multiple times a day so transactional information will not be lost.
IT experts can maintain and monitor your site to keep it running when your marketing team might not have the skills or experience to handle complex technical issues.
Many small businesses use their website as a pivotal marketing tool. In a case where the size and complexity of the website is minimal and there are fewer pages, plug-ins, or other aspects of the site that need to be maintained, it can be helpful to allow access to the marketing department.
Giving the authority to a marketing director or manager to make changes as your business evolves, might make the best sense. Whether you’re trying new branding or testing different marketing techniques, allowing marketing to have access to your site will allow you to keep everything up-to-date.
Your site is most likely where many customers will find you, so you always want it to accurately represent your brand.
Your marketing team can handle the day-to-day tasks of running the site and will work more efficiently with access, and can reach out for IT help if they need more experienced or specialized technical support.
* It is important to remember that you have a system in place to back-up your website before any changes are made to it regardless of who is making the change.
Evaluate Your Own Business Needs
It comes down to what your business needs to reach the goals you've set forth. If the department that needs more frequent access doesn't have it, it can slow things down significantly and hinder the growth of your business.
Take the time to evaluate how you are using your website, and if there are ways to manage it more efficiently. Every business grows and changes and you may find that the original structure could use some updates.
Thanks for reading,